* How mobile trends will affect marketers * A key challenge mobile marketers face today * Best practices for moving mobile marketing forward

2. How Mobile Trends Will Affect Marketers
A Key Challenge Mobile Marketers Face Today
Best Practices For Moving Mobile Marketing Forward
Q & A (During the Roundtables!)
AGENDA

3. Today, there are 7B people in the
world and there are 6B mobile
phone subscriptions
WE ARE ON THE BRINK
OF A MOBILE-ONLY AGE

4. Traditional Industries Are Being Disrupted By
Mobile-Only Entrants

5. Tipping Point for Mobile
Has Arrived
“Mobile overtakes internet
access in 2014.”
Comscore , January 2015
Mobile Dominates
Social Media
“80% of Facebook Traffic
is mobile.”
IDC, January 2015
Epic Growth of Mobile
App Revenue
“Mobile apps now influence
more than $500 B in sales.”
Venture Beat Research,
January 2015
Mobile Marketing More
Effective than Digital
“Consumers are 70% more
likely to take action on their
mobile devices within one hour of
seeing a marketing message .”
CMO Council
January 2015
It’s a
MOBILE
WORLD
Mobile App Market May Be Bigger Than the Internet
”By 2016 mobile app use will surpass the use of Internet domains,
making apps the #1 way of engagin g with brands”
Gartner, January 2015

6. Mobile Engagement Is The
Highest Priority For CEOs
"81% of CEOs see mobile technology for
customer engagement as the most
strategically important in 2015”
PWC's 18th Annual Global CEO Survey
January, 2015
It’s a
MOBILE
WORLD

7. How Mobile Trends Will Affect Marketers
Outline The Biggest Challenge Mobile Marketers Face Today
Explain Best Practices For Moving Mobile Marketing Forward
Q & A
AGENDA

8. Getting ready for a
MOBILE-FIRST WORLD
adssocialinstoremobiletvprintemailweb

9. Mobile is not just a channel,
it’s THE CHANNEL

10. MARKETING AT THE CROSSROADS
What can you do now?

11. Mobile Maturity Index
Phases of Mobile Marketing Maturity
Getting to Mobile Moments
Drive User
Acquisition
Ad Networks
Attribution
Analytics
Create Activist
Loyal Users
Engage m ent
Campaigns
Custom er
Experien c e
Analysis
Drive
Transactional
Activity
Capture Mobile
Moments
1:1 Contex tu al
Camp aign s
ROI An alysis
Evaluate my mobile
ecosystem
Store
Performa nc e
Competiti ve
Intelligen c e
Presence Visibility Engagement Connect
ROI
How’s My Mobile Marketing Working?

12. STEP UP TO ENGAGEMENT
It’s Really Not Just About the Ads
I
Typical Lifecycle of Today’s Mobile Apps
PEAK
Here’s The Challenge:
3 of 4 mobile apps
uninstalled after
download
Only 16% of users opt-in
to notifications
Created
Apps
Driving User
Acquisition
Begin
Engaging

13. MOBILE MOMENTS IN ACTION: TRAVEL & HOSPITALITY
Search for hotel
in particular
city and time
Provided
related
shortcuts to
flight booking
and car rental
Remind of travel
time. Provide
with quick link to
book
transportation
(taxi) from
current location
to airport
Send alert with
directions (gate
number,…) for
specific flight
and remind to
check in from
mobile app at
once
Send alert with
hotel address
and 1-click to
book taxi
-
Directions to car
rental partner
with matching
discount
Send alert with
1-click to book
taxi for airport or
car rental drop
off instructions
Ask for quick
mobile
satisfaction
survey filling
Travel
planning
Before
travel
At
departing
airport
At
destination
airport
At
checkout
At
checkout

14. MOBILE MOMENTS IN ACTION: STUDENT BANKING
Educate about
service aimed at
young actives,
assistance for
switching from
student
Make offer for
car loan with
special student
APR.
Invite for
banking needs
assessment with
personal advisor
Invite client to
discover bank
relocation
service
Special in-app
offer in mortgage
simulator with
preferential
limited-time APR
Close to
graduation
Graduation
Client is frequently visiting car
loan simulator in-app
Search for bank
branch in new area
Use mortgage
simulator
Relocation
planning

15. How Mobile Trends Will Affect Marketers
Outline The Biggest Challenge Mobile Marketers Face Today
Explain Best Practices For Moving Mobile Marketing Forward
Q & A at the Roundtable
AGENDA

16. BEST PRACTICES
For Mobile Engagement
To Get Mobile Moments
1. CONNECT to CRM
2. USE all five levels of
mobile engagement
3. LEVERAGE mobile
marketing
automation

17. Feed your CRM with mobile
usage data
Augment your customer profile
with mobile specific knowledge
Segment your mobile audience
thanks to CRM data
Use mobile native campaigns
(push and in-app) to reach
customers where they spend
time
Create 1:1 mobile campaigns
with personalized message
straight from your CRM
CONNECT TO CRM

18. BROADCAST
Broad Reach
2-5%
RELEVANCE
Custom Reach
12-18%
CONTEXTUAL
Geo Fencing &
Situation
19-24%
PERSONALIZED
1:1
CRM & Self-
Triggered
>25%
Level
Value
Conversion
Rate
Sample
Message
SEGMENTATION
Targeted Reach
5-12%
Use All Five Levels of
ENGAGEMENT STRATEGY
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19. Click & Connect CRM
Deep Analytics & Machine Learning
Rich Mobile Profiles
Customer Triggered Interactions
& Campaigns
Designed for Marketers
Support for Internet-of-Things
Secure, Scalable, Reliable
Go Fast Approach
Leverage MOBILE
MARKETING AUTOMATION

20. NEXT STEP
USE A
MOBILE
MARKETING
SCORECARD

21. www.mobilemarketingscorecard.com